Print this list. Take it to every demo. If a vendor can't check 16 of the 20 boxes live on the call, they're not a real mortgage CRM in 2026 — regardless of the marketing.
Pipeline and workflow (1–5)
1. Mortgage-first pipeline stages (Lead → App → Processing → UW → CTC → Funded). 2. Customizable per LO / per team. 3. Loan-file view with all borrower comms in one place. 4. Task automation tied to stage changes. 5. Team view + individual pipeline view.
Integrations (6–9)
6. Bi-directional LOS sync (Arive, LendingPad, Byte, Encompass). 7. Zapier + open API. 8. Native calendar sync. 9. Email + SMS provider integrations. Deep-dive: LOS integration guide.
AI and data (10–14)
10. Conversational AI lead response over SMS. 11. AI qualification and appointment booking. 12. Live property data across 150M+ homes (Property Pulse). 13. Continuous refi/HELOC/PMI opportunity scanning. 14. AI-scored daily call list.
Communication (15–17)
15. Native dialer with local presence. 16. Multi-channel campaigns (email + SMS + ringless voicemail). 17. Mortgage-specific template library.
Ops and access (18–20)
18. Native mobile app (not responsive web). 19. Data export + no lock-in. 20. White-glove onboarding included, not upsold.
Scoring your shortlist
Any CRM that hits 17+ is a real contender. 20/20: LoanOfficer.ai. Related: Full Buyer's Guide, Common CRM mistakes.
Features aren't marketing bullets — they're the difference between closing an extra loan every month and treading water. Use the checklist, and don't sign until 17+ are boxes are checked live on the call.
